Lucy Todd tells us about her journey from journalism to founding sustainable children’s clothing site My Little Green Wardrobe which has just turned one
Within a year, I went from being a mother of two with a steady job (and income), to the owner of an online business start-up in sustainable baby and childrenswear.
I have no background in fashion, sustainability or e-commerce. So what prompted such madness? Well, it started with a pair of wellies.
I learned of the impact the textile and fashion industry was having on the environment in my job at BBC News. The fashion industry is the third-largest manufacturing sector in the world, and one of its most carbon-intensive and polluting. It is also responsible for some of the most appalling working conditions, with child labour and forced labour among the litany of abuses. The change towards fast fashion over recent years has only made these problems worse.
While reducing my clothing consumption was fairly easy (after all, I already had a wardrobe of clothes that fit me), it wasn’t quite so simple for my children. They grow. ALL. THE. TIME.
My Little Green Wardrobe sells only brands that act more ethically than the current norm.
Deciphering the more sustainable brands from those that were greenwashing was hard. It took me a whole afternoon to buy just two products – a pair of wellies and a puddlesuit – from brands I was happy with. I’d gone down so many internet rabbit holes checking a brand’s ethos, where they manufactured, materials etc… Each time, I found the product or brand weren’t as planet-friendly as they made out. Why wasn’t there a website that sold only ethical and more sustainable kids clothing from pre-vetted brands? And when I eventually bought those wellies (from a lovely Swedish brand, by the way), I decided that’s what I’d do.
My Little Green Wardrobe sells only brands that act more ethically than the current norm. I’ve come a long way since buying those wellies, when I felt like I needed a degree in materials science to understand the info some brands were giving. I’ve tried to make sustainability accessible to explain what brands are doing to improve their impact across the supply chain.
And don’t just take my word for it. Whether it’s organic cotton or recycled materials, all the brands I work with are certified, or use materials certified, by third-party organisations that guarantee environmental and social criteria. There is no perfectly “sustainable” item. – we’re looking for progression, not perfection.
What I lack in knowledge, I make up for in passion. And, if in doubt, to fall back on my old journalistic training: to ask questions. That’s what I’d urge you to do of the ethical brands you shop from too. After all, without transparency, there can be no sustainability.